1. Reputation Management
Taking charge of Amen Clinic’s reputation management has been an exciting and
challenging experience for me. When I began this undertaking, it was obvious that
there was boundless room for improvement. Our Yelp profiles had not been touched
for years, our ratings were less than desirable, and our contact information was
different on every website on the internet. The clinics were not uniform in their
administration of patient satisfaction surveys and there was no formal way to obtain
and publish patient feedback.
I started by cleaning up our Yelp profiles, flagging negative reviews for removal
wherever possible. I developed our Yelp protocol with HIPAA compliant messaging
strategy. I then developed our company’s reputation management handbook and
trained our social media and a member of our outcome study team on best
practices. I think spearheaded the acquisition of BirdEye and facilitated the creation
of a BestNotes API. The BirdEye API has been accepting information from BestNotes
Outcome Tools Patient Satisfaction Survey for some time now. Anyone who
completes this report with a 4 or 5 star review is automatically prompted by e-mail
to share their review to Yelp and Google Plus. If they do not open that initial e-mail,
they will receive a reminder e-mail in 2 days. If they fail to open the first 2 e-mails,
they will be prompted a third and final time to share their review to Yelp and Google
Plus. BirdEye has enabled our clinic directors and doctors to access immediate
patient feedback from nearly all patients seen at our clinics. Their feedback allows
for improvement of practices and quick triage of threats to our reputation. We will
continue utilizing BirdEye and improving our reputation management program and
best practices. Please refer to the charts in the “reputation management” section of
my portfolio for visual success displays.
Social Media
When I began working for Amen Clinics, we did not have a social media department.
I was trusted with the task of establishing a new department from the ground up.
This was a wonderful growing experience for me. I started by auditing our existing
social media properties and working to refine our strategies toward delivering
value-driven, engaging content. Our communities have grown exponentially since
establishment of the department (see charts and metrics in social media section for
greater detail). Our team has grown to 4 full time employees managing several
profiles for MindWorks, Brain Fit Life, Tana Amen, Dr. Amen, and Amen Clinics. I
had the privilege to attend 10X Empire and was tasked with quickly implementing
this complex content strategy. The social team have since become masters of
Circular Viralocity and take great pride in moving from 1 post a day in December of
2013 to 4 posts on each Facebook profile page EACH DAY! This is in addition to our
many other daily posting platforms with dedicated communities of Brain Warriors.
One only needs to look at our social media profiles before and after to see the
dramatic, positive difference.

2. We will continue growing and refining our strategies. See the “social media” section
of my portfolio for more detail.
Nurture Communications
Dr. Amen told the marketing department some months ago that there should not be
anywhere in which someone reaches out to us with their e-mail and is subsequently
ignored. This was the case with nearly every one of our e-mail capture centers.
When you signed up for any newsletter, you were never thanked or vetted into our
brands. I decided to take this on as a self-starter project. Now, each newsletter sign
up has a follow up campaign that fully welcomes and nurtures our contacts to let
them know that we are grateful for their connection, tells them about who we are,
what we do, and how we can be helpful to them. Each campaign has a subtle sell
(call to action) at the end to drive business. All exemplify the value-driven, highly
ethical marketing philosophy that I hope to continue (see the e-mail
communications section of my portfolio for a detailed visual on each campaign).
These are already proving successful, as our new Brain Fit Life series has resulted in
nearly 1,000 opt-ins with only 4 opt-outs in less than 2 months. We expect similar
success with our other newly founded campaigns, so stay tuned!
Dr. Amen also mentioned the need for a follow-up communications campaign for the
call center. I decided to take this on too. Before starting our new nurture campaign,
people who called the call center were sent two sentences, a pithy email with a
generic information packet if they decided not to book an appointment. There was
nothing relational about it. Soon, care center representatives will send potential
patients to a landing page where they can select a plethora of informational
resources including the option to take a virtual tour of the clinic nearest them, get
information about Care Credit, information about radiation and SPECT, etc. They
also select the condition that is most interesting to them. They are followed up at 3
days intervals with a welcome video from Dr. Amen, the method animation video, a
special message from Dr. Johnson, a video on how we help with the condition that
they were interested in, a patient testimonial on the condition that they were
interested in, and finally a special invitation to schedule a visit from Dr. Amen. This
series is primed to cut call time in the care center, increase callbacks and the
subsequent number of bookings in the call center.
We will continue plugging up communication leaks with nurture series. Our team is
so proud of these projects and feel that this type of relationship centered marketing
and communications is the best path for our company as we move forward.